What Fitness Up does

Fitness Up, Lda. (Fitness UP) is a Portuguese private limited company headquartered in Vila Nova de Famalicão that operates a 55+-location chain of fitness clubs across Portugal under a "prestige low-cost" market positioning. Founded circa 2017 (firmographic year 2012), the company offers multi-tier subscription memberships (OFF-PEAK at €3.90/week, TOTAL at €8.80/week, PISCINA at €9.80/week, plus a no-commitment 2-week option) that grant access to group classes, personal training, nutritional counselling, and a proprietary H2UP vitamin water product. It also operates the UPtv (Ginásio Online) digital platform, which provides live and on-demand group fitness classes, exclusive training programs (BURN UP, BARRIGA LISA EM 20 DIAS, CORPO TONIFICADO EM 23 DIAS), and nutrition content accessible globally. Native iOS and Android mobile applications, RFID chip-based member access, and an online self-serve signup flow support the consumer-facing stack, while cloud-based gym management software underpins back-office operations.

The company's customer base spans individual consumers (its primary segment, drawn from across Portugal's major metropolitan areas and regional towns including Lisbon, Porto, Braga, Guimarães, Faro, Coimbra, Setúbal, Viseu, and Vila Real), corporate protocol clients (100+ employer partnerships including BNP Paribas, Volkswagen Autoeuropa, Lidl, Decathlon, DHL, McDonald's, Burger King, CTT, the Portuguese Air Force, and SIBS, providing subsidised employee and family memberships), and families attached to protocol members via discounted add-on rates. Revenue is generated almost entirely through recurring weekly subscriptions, with secondary income from ancillary personal training, nutrition services, and the corporate protocol channel. Marketing is conducted through the BlogUP content platform, organic social media (#fitnessup, #triboup), email and SMS campaigns, mobile app distribution, free-trial promotions (including a "3 months free gym" offer via the 3MESES code), and B2B partnerships via the Vantagens UP affinity program. The business remains privately held and bootstrapped, with founder and CEO Helder Marinho Ferreira at the helm, no institutional investors disclosed, and no M&A, IPO, or secondary offering activity recorded.

Name

Fitness Up

Legal name

Fitness Up, Lda.

Website

https://fitnessup.pt

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Fitness UP is a Portuguese private gym chain operating 55+ low-cost fitness clubs nationwide under founder-led leadership, offering multi-tier subscription memberships, 200+ weekly group classes, digital workouts via UPtv, and a corporate wellness program serving 100+ enterprise clients.

Ownership category

akta.pro rank

Product category

Health & Fitness Club Services

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

General Personal Training (In-Person & Virtual) (HSADAAAA)

akta.pro secondary industry

Group Fitness, Personal Training & Wellness Coaching (EDALAIAE)

Keywords

• Fitness center operations
• Gym membership subscriptions
• Group fitness classes
• Corporate wellness programs
• Personal training services

Headquarters

HQ city

Vila Nova De Famalicão

HQ country

Portugal

HQ region

Europe

Offices69 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Gym Membership Subscriptions: Weekly recurring subscription fees for gym access across multiple plan tiers (OFF-PEAK at €3.90/week, TOTAL at €8.80/week, PISCINA at €9.80/week). Subscriptions include 2-week no-commitment or 52-week commitment options with automatic fortnightly renewal.
2. UPtv Online Membership: Separate online gym subscription providing global access to live and on-demand fitness content. Bundled with physical gym memberships at no additional cost for Total and Protocol plans.
3. Corporate Protocol Fees: B2B revenue stream from corporate wellness agreements with employer organizations, offering employee gym benefits under negotiated terms.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Fitness Up operates a chain of more than 55 gym locations across Portugal providing subscription-based fitness access under OFF-PEAK, TOTAL, and PISCINA membership tiers. The offering is complemented by add-on services including personal training, nutritional counseling, and over 200 weekly group fitness classes across 50+ modalities. The company also delivers UPtv, an online fitness platform with live and on-demand classes, and operates a Corporate Protocol (Protocolo Empresas) program targeting enterprise employee wellness benefits.

Product overview

Fitness UP is a Portugal-wide chain of budget-to-mid-market fitness gyms operating under a 'prestige low-cost' positioning. The core offering comprises multiple gym location memberships organized into four tiers (OFF-PEAK, TOTAL, PISCINA, and PROTOCOLOS plans), with add-on services for Personal Training and Nutrition. The digital counterpart, UPtv (Ginásio Online), extends the offering with live and on-demand classes, exclusive workout programs, and nutrition content accessible worldwide. Group fitness is anchored by over 50 exclusive modalities and 200+ weekly classes including Les Mills programs, cycling, Pilates, yoga, Zumba, YourFit series, and combat sports. The H2UP vitaminated water is a branded complementary product. A Corporate Protocol (Protocolo Empresas) program targets B2B clients. Free trial experiences support member acquisition.

Differentiator

Problem solved

Functional benefit

Brands

• UPtv: Online gym platform offering live and on-demand classes, workout programs, nutrition tips, and recipes. Accessible worldwide.

Products and services

• Plano OFF-PEAK Entry-level membership plan priced at €3.90/week granting access to all land-based clubs during restricted off-peak hours (Mon-Fri 09:00-11:30, 14:00-17:00, 21:00-close), basic group classes, virtual classes, FIIT, X-Press classes, initial physical and nutritional assessment, and free UPtv access. Requires a 52-week commitment.
• Plano TOTAL Mid-tier membership plan priced at €8.80/week providing unlimited access to all land-based clubs (excluding pool-only clubs), all group classes without time restrictions, free UPtv online gym access, a monthly voucher to train with a friend, and complimentary H2UP vitaminated water. Requires a 52-week commitment.
• Plano PISCINA Premium membership plan priced at €9.80/week granting access to all water-based clubs with pool facilities, full access to all group classes, and open gym access. Requires a 52-week commitment.
• Personal Training One-on-one training sessions with in-house certified personal trainers specializing in fat loss, muscle gain, physical conditioning, injury recovery, and functional training for members.
• Nutrição (Nutrition Service) Nutritional assessment and ongoing dietary guidance provided by Fitness Up's team of in-house nutritionists, including semi-annual follow-ups and meal planning aligned with member fitness goals.
• UPtv (Ginásio Online) Online gym platform accessible worldwide at uptv.pt offering 30+ live classes per week, 150+ recorded group classes per week, exclusive training programs (BURN UP, BARRIGA LISA EM 20 DIAS, CORPO TONIFICADO EM 23 DIAS), 100+ recipes and nutrition tips. Bundled with Total and Protocol plans; available separately for online-only members.
• Group Fitness Classes Over 200 weekly group fitness classes across more than 50 modalities including Les Mills programs (Body Pump, Body Combat, Body Attack, Body Balance), cycling, Pilates, yoga, Zumba, Salsation, YourFit series, virtual classes, FIIT, X-Press, kickboxing, defense pessoal, and Jiu-jitsu.
• Protocolo Empresas (Corporate Protocol) B2B corporate membership program offering partner companies' employees and their direct family members free enrollment, open gym access across all clubs, special corporate rates, 8 weeks free H2UP, all group classes included, initial physical and nutritional assessment, and family discounts under negotiated agreements.
• Experiência Grátis (Free Trial) Complimentary single-visit trial experience offered at any Fitness Up club, allowing prospective members to explore the gym, attend a class, and meet the team before committing to a paid membership.
• H2UP Bebida Vitaminada Vitaminated water drink with L-Carnitine and muscle recovery complex, available in several flavors, complimentary with TOTAL membership plans and offered as a monthly voucher benefit; also free for 8 weeks for Corporate Protocol members.

Quantifiable outcome

• 200+ group classes per week across 50+ different fitness modalities
• +3 more outcomes

Named customers15 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

25 partnerships are on record, tiered core and minor.

• Serviços Sociais da GNR / Grupo AbreucoreGTM or Marketing PartnerCorporate wellness protocol providing GNR (National Republican Guard) social services employees and Grupo Abreu group employees (Viagens Abreu, S.A./Abreu Carga, Lda.) with access to Fitness UP gyms under negotiated corporate rates.
• Grupo BNP Paribas PortugalcoreGTM or Marketing PartnerCorporate fitness protocol through 'One by BNP Paribas' program offering all Group employees access to Fitness UP gym facilities at preferential corporate rates.
• Volkswagen AutoeuropacoreGTM or Marketing PartnerCorporate wellness partnership providing Volkswagen Autoeuropa employees with access to Fitness UP gym facilities and services.
• Lidl & CiacoreGTM or Marketing PartnerEmployee wellness program providing Lidl Portugal employees access to Fitness UP gym facilities under negotiated corporate protocol rates.
• Decathlon PortugalcoreGTM or Marketing PartnerCorporate fitness protocol for Decathlon Portugal employees, aligning fitness retailer with fitness chain for employee wellness benefits.
• Hospital Pedro HispanocoreGTM or Marketing PartnerCorporate wellness partnership providing hospital staff at Hospital Pedro Hispano with access to Fitness UP gym facilities.
• Critical SoftwarecoreGTM or Marketing PartnerTechnology company employee wellness program providing Critical Software employees access to Fitness UP facilities under corporate protocol.
• El Corte Inglés PortugalcoreGTM or Marketing PartnerCorporate fitness benefits for El Corte Inglés department store employees in Portugal.
• Sonae CorporatecoreGTM or Marketing PartnerCorporate wellness partnership providing Sonae group employees with access to Fitness UP gym facilities.
• Bosch PortugalcoreGTM or Marketing PartnerEmployee fitness benefits through corporate protocol with Bosch Portugal operations.
• DHL PortugalcoreGTM or Marketing PartnerCorporate wellness program providing DHL logistics employees access to Fitness UP gym facilities.
• McDonald's PortugalcoreGTM or Marketing PartnerCorporate fitness protocol for McDonald's Portugal restaurant employees.
• Burger King PortugalcoreGTM or Marketing PartnerCorporate wellness partnership providing Burger King Portugal employees with gym access benefits.
• InsparyaminorGTM or Marketing PartnerHair and health partner offering member discounts to Fitness UP tribo members through the Vantagens UP (UP Advantages) program.
• ProzisminorGTM or Marketing PartnerSports nutrition retailer partner offering Fitness UP members exclusive discounts through the Vantagens UP program.
• ACP - Automóvel Club de PortugalminorGTM or Marketing PartnerAutomobile club partnership providing ACP members with access to special Fitness UP rates through the Vantagens UP program.
• MocheminorGTM or Marketing PartnerMobile operator partner offering Moche customers exclusive Fitness UP member discounts through cross-promotional partnership.
• BoomFitminorGTM or Marketing PartnerFitness partner offering exclusive member discounts through the Vantagens UP advantages program.
• Smile UPminorGTM or Marketing PartnerSmile UP partner providing member benefits and discounts through the Vantagens UP program.
• Bazar DesportivominorGTM or Marketing PartnerSports retailer partner offering Fitness UP members exclusive discounts through the Vantagens UP program.
• Fidelidade (Grupo Desportivo e Cultural)coreGTM or Marketing PartnerCorporate wellness partnership providing Fidelidade insurance group employees with access to Fitness UP gym facilities.
• CTT - Correios de PortugalcoreGTM or Marketing PartnerCorporate fitness protocol for CTT Portuguese postal service employees.
• SIBScoreGTM or Marketing PartnerCorporate wellness partnership providing SIBS (payments network) employees access to Fitness UP gym facilities.
• Força Aérea Portuguesa (EMFA)coreGTM or Marketing PartnerMilitary wellness partnership providing Portuguese Air Force personnel access to Fitness UP gym facilities through EMFA.
• Yazaki Saltano de OvarcoreGTM or Marketing PartnerCorporate fitness benefits for Yazaki Saltano automotive components employees in Ovar.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Basic-Fit: Largest low-cost fitness chain in Europe with 1,300+ clubs across the Netherlands, Belgium, France, Spain, Germany, and Luxembourg. Directly comparable to Fitness UP on low-cost positioning and multi-club single-membership model, with active Iberian expansion that competes for the same corporate and consumer wallet.
• Solinca: One of Portugal's largest premium fitness chains with clubs concentrated in Lisbon and Porto. Competes with Fitness UP for premium-tier individual and corporate members, particularly in the same urban metros where Fitness UP has heavy coverage.
• Vivafit: Portuguese women's-focused low-cost fitness chain with micro-studios. Competes for the same price-sensitive Portuguese consumer and overlaps on group-class-led programming, albeit with a narrower demographic positioning.
• Fitness Hut: Portuguese low-cost gym chain founded in 2011 and now part of the Discovery Europe group (formerly Holmes Place Iberia). Operates dozens of clubs across Portugal and Spain with similar prestige low-cost positioning, making it Fitness UP's closest head-to-head domestic competitor.
• PUMP: Portuguese fitness chain that expanded rapidly in the 2010s with low-cost positioning comparable to Fitness UP. Direct head-to-head competitor in the same metros with overlapping target customer base, providing a relevant operational and unit-economics benchmark.

Broad incumbents

• Smart Fit: Latin America's largest low-cost gym operator with 1,000+ units across Brazil, Mexico, and other markets. Operates the same prestige low-cost playbook as Fitness UP and is a relevant comparable for unit economics, digital extension (Smart Fit Coach), and capital-efficient expansion.
• McFIT: European pioneer of the low-cost gym model, part of the RSG Group. Competes with Fitness UP on price-disciplined fitness memberships and is expanding its digital (McFIT app) offering, mirroring Fitness UP's UPtv strategy at much larger scale.
• Holmes Place: Premium health club and spa operator across Iberia and other European markets. Competes with Fitness UP for premium-segment corporate wellness contracts and urban Lisbon/Porto members who would otherwise trade up from low-cost to mid-premium offerings.

Regional players

• GO fit: Spanish large-format fitness chain operated by Ingesport. Targets a similar value-conscious Spanish consumer and corporate wellness segment that Fitness UP could pursue if expanding into Spain, providing a credible competitive benchmark for cross-border entry.

Emerging players

• Wellhub (Gympass): Corporate wellness aggregator connecting employers with thousands of gyms worldwide. Partners with Fitness UP's competitors and increasingly with low-cost chains, representing both a potential distribution channel and a structural threat to direct corporate protocol economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/fitnessup
• Instagraminstagram.com/fitnessup
• Xx.com/FitnessUP_PT

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fitness Up